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26 April 2022
Kroger sees gains from “customer-first media planning”
Data-driven marketingUsing customer dataDigital media planning & buying
Kroger, the retailer, has driven a double-digit increase in responsiveness to its messaging by using an approach that it describes as “customer-first media planning”.
Why it matters
Media plans often contain a significant amount of wasted or irrelevant impressions that annoy consumers, and frequently are based on metrics that are inadequate for marketers, too. More precise targeting, based on granular data about shopper preferences and habits, can help campaigns reach the right audiences at the right time.